The traditional Mediterranean lifestyle consists of fresh vegetables, whole grains, fish and olive oils, with a lower risk of cancer, and heart, Parkinson’s and Alzheimer’s diseases (Mayo Clinic). For this reason, Star Fine Foods, the 113-year-old California importer of olive oils and Mediterranean specialty foods, partnered with DGWB to celebrate the remarkable health and taste benefits of the Mediterranean lifestyle that is supported by the launch of several new Star products, including grape seed oil, infused aromatic oils and an extra virgin olive oil (EVOO) made from olives grown in the Holy Land – as well as its first California-grown EVOO made exclusively from olives grown in California’s Central Valley.
To inspire foodies and cuisine-loving families about the culinary possibilities of the Mediterranean diet and Star’s line of products, DGWB introduced the “Taste of the Good Life” tour that visited five of country’s most gastronomical diverse cities: San Diego, Seattle, Sacramento, Calif., Los Angeles and Denver. The tour was supported by a multi-layered PR platform that includes a mix of digital, social, radio, print, and television outreach and promotion. In addition, DGWB leveraged existing relationships with influential food media and bloggers, such as Recipe Girl and Cooking with Amy, to create powerful new brand ambassadors in these markets. The tour kicked off in BICE Restaurant in San Diego and concluded at Ototo Restaurant on Pearl Street in Denver.
The highlight of the “Taste of the Good Life” tour was marked by olive oil-inspired dinners that were held exclusively for food bloggers and local media. DGWB researched and selected the restaurants and chefs to host dinners that emphasized the taste, cooking and pairing differences of the Star olive oil blends. It proved to be wildly popular, even catching the attention of seasoned food writers such as Los Angeles Times Assistant Food Editor, Rene Lynch.
DGWB’s PR efforts and promotion resulted in ample print and online coverage for Star, and several television appearances, including three live segments on San Diego’s top-ranked morning show, a six-minute morning segment on New Day Northwest in Seattle and two segments in Denver. The “Taste of the Good Life” tour was also supported by a comprehensive social media platform that engaged and expanded Star’s existing fan base with interesting content like fun facts, recipes and cooking tips.